Domain reputation is what gets you into the inbox. Unlike IP reputation, domain reputation is all about the brand that’s sending the email.
Domain reputation can follow your brand even if your IP address changes, or you change your email service provider. This can be a good thing if you’ve spent a long time building a good reputation.
Part of your domain reputation is your industry vertical. As a general rule, ISPs are more strict with finance and banking companies, and more lenient with retail and travel companies.
In general, domain reputation is concerned with what type of sender you are. Do you segment your lists? Do you send mail to inactive accounts? Do less engaged audiences get fewer emails? These are all factors that determine your domain reputation.
One of the best ways to manage your reputation is by segmenting your mailing lists.